Women’s beauty/fashion/lifestyle magazines are crazy with the mobile barcodes. Well, to be more precise, the ads in those magazines are crazy with mobile barcodes. Rarely do I ever see an article with a barcode that says, “Check out exclusive behind the scenes video of this interview/fashion shoot/celebrity, right from your mobile phone!” I guess advertisers are quicker on the uptake than publishers.
This month, my wife received the usual Marie Claire and of course I was the first to flip through the pages (the fact that Katie Holmes is on the cover has nothing to do with it). There are 8 barcodes. Five QR codes, two Microsoft Tags (more on this in a later post), and one barcode that was confusing. It looked like a QR code with the three squares in the corners but wasn’t your typical QR code. Plus it came with a slew of instructions as you’ll see.
See? It looks like a QR code. Curious, as always, I read the fine-print to see what they are saying I should do and it becomes clear; it’s a JagTag. The instructions say to take a picture with my camera-phone and email it to them. Unless I’m on AT&T or Verizon in which case I can send via MMS to a shortcode.
I’m on Sprint so I email the pic to the address given. Several minutes later I received an email (not text-message) that said, among other things: “..Click the link to watch how Advanced Color Lock Technology works. http://jagt.ag/ColorRevitalize3” Admittedly, this was more than the magazine ad promised to show me, which was nothing. So I clicked the link – IN MY EMAIL – and was greeted by the screenshot below.
Nice, Huh? This is a verrry tiny, eentsy weentsy video player. It’s hard to tell, I know. Here’s the closeup:
This is almost exactly the size of the video that I’m looking at on my 21″ iMAC screen. Watching the video I see that it is a 30 second commercial! Very much like you would see on the TV. No behind the scenes scientist describing how this fantastic product is so super-awesome due to it’s polymer stuff. No bloopers of a scientist giving away trade-secrets. Nothing. A stupid ad. Sheesh.
Beyond disappointed at this point I close my browser and dream of a day when desktop computers go away and all marketing experiences will be designed for mobile exclusively.
What could have saved this campaign?
I don’t need to go into the details about the use of JagTags. They were covered nicely in this post and the campaign above has identical issues. The primary issues with JagTags are:
- Confusing and cumbersome call-to-action (MMS vs Email depending on mobile service operator),
- The number of steps required by the user, and
- The fact that when a user engages via email (i.e. Sprint and T-Mobile users) the content delivered is the same as gets delivered over SMS/MMS. It’s a terrible experience and one that assumes I’m reading the email from my phone.
What is really interesting about this campaign is that the folks at JagTag have finally recognized that QR codes have killed the JagTag. The ‘JagTag’ in this campaign is, indeed, a QR code. In fact the instructions even tell you that you can scan it with a QR code reader:
As a show of reluctance to give in to the QR code completely these instructions were sheepishly added at the end rather than up-front where they might have saved the user time.